Chinatown, as seen from Sacramento St. This image is particularly haunting thanks to the young man in the foreground.

Chinatown, as seen from Sacramento St. This image is particularly haunting thanks to the young man in the foreground.

Photo: Library Of Congress/Courtesy

Image 5 of 40

The Ladies' Protection and Relief Society building on Franklin St. The organization was founded in 1853 to help the many impoverished women and children on the streets of San Francisco. Membership cost $5 yearly and was popular among the city's richest families. less

The Ladies' Protection and Relief Society building on Franklin St. The organization was founded in 1853 to help the many impoverished women and children on the streets of San Francisco. Membership cost $5 ... more

Photo: Library Of Congress/Courtesy

Image 6 of 40

The entrance to the Cosmopolitan Hotel. A Mark Twain article that appeared in the San Francisco Daily Morning Call in 1864 reported that when the hotel opened its doors to the public, 30,000 people came through in a single day. "They stole everything they could get their hands on," Twain reported. less

The entrance to the Cosmopolitan Hotel. A Mark Twain article that appeared in the San Francisco Daily Morning Call in 1864 reported that when the hotel opened its doors to the public, 30,000 people came through ... more

Photo: Library Of Congress/Courtesy

Image 7 of 40

The miners' foundry and Selby Shot Tower on First Street. The factory handled lead works and the shot tower played a special role. Molten lead was dropped from the top of the tower and through a copper sieve. The lead balls would solidify as they fell, reaching the ground in the form of spherical gunshot. less

The miners' foundry and Selby Shot Tower on First Street. The factory handled lead works and the shot tower played a special role. Molten lead was dropped from the top of the tower and through a copper sieve. ... more

Photo: Library Of Congress/Courtesy

Image 8 of 40

The Protestant burying ground on Lone Mountain. By the 1940s, the graves here were relocated to Colma.

The Protestant burying ground on Lone Mountain. By the 1940s, the graves here were relocated to Colma.

Photo: Library Of Congress/Courtesy

Image 9 of 40

The adjacent Catholic cemetery on Lone Mountain.

The adjacent Catholic cemetery on Lone Mountain.

Photo: Library Of Congress/Courtesy

Image 10 of 40

The Jewish cemetery on Ocean House Road.

The Jewish cemetery on Ocean House Road.

Photo: Library Of Congress/Courtesy

Image 11 of 40

The view from the corner of Green and Kearny Streets.

The view from the corner of Green and Kearny Streets.

Photo: Library Of Congress/Courtesy

Image 12 of 40

Lifestyles of the rich and the famous! Step inside the conservatory of R.B. Woodward. Woodward was born in Rhode Island and went west in 1849 to seek his fortune. He opened the What Cheer House (a hotel) in 1852 and the profits rolled in. less

Lifestyles of the rich and the famous! Step inside the conservatory of R.B. Woodward. Woodward was born in Rhode Island and went west in 1849 to seek his fortune. He opened the What Cheer House (a hotel) in ... more

Photo: Library Of Congress/Courtesy

Image 13 of 40

After two shopping sprees in Europe in the 1860s, the Woodwards began building out their opulent estate. In 1865, it was opened to the public as the 'Woodward's Gardens amusement resort.' Here, you can see the summer home on the lake in the Mission District. less

After two shopping sprees in Europe in the 1860s, the Woodwards began building out their opulent estate. In 1865, it was opened to the public as the 'Woodward's Gardens amusement resort.' Here, you can see the ... more

Photo: Library Of Congress/Courtesy

Image 14 of 40

And here is Woodward's What Cheer House. The unusual hotel allowed only male clientele and banned liquor on the premises. However, a sign for Wine & Liquor: Wholesale & Retail right next door suggests that maybe a few roguish patrons didn't always follow that rule.

The building was also the home of the city's first free library and museum.

The imposing-looking Protestant Orphan Asylum. The orphanage was founded in 1851 to help a group of siblings who were orphaned on the way to San Francisco when their parents died of cholera. The board of managers purchased a two-acre lot for $100 upon which they built this home. The building was made from the same stone quarried for the Mint Building. At its peak, 300 orphans resided on the premises.

It was badly damaged in the 1906 earthquake and sold to the State of California in 1919.

The imposing-looking Protestant Orphan Asylum. The orphanage was founded in 1851 to help a group of siblings who were orphaned on the way to San Francisco when their parents died of cholera. The board of ... more

Photo: Library Of Congress/Courtesy

Image 16 of 40

The view along Laguna Street leading up to the Protestant Orphan Asylum.

The view along Laguna Street leading up to the Protestant Orphan Asylum.

Photo: Library Of Congress/Courtesy

Image 17 of 40

The synagogue of Congregation Emanu-El, the oldest Jewish congregation west of the Mississippi. The charter members were mostly from Bavaria and their first synagogue was here on Sutter St.

The synagogue of Congregation Emanu-El, the oldest Jewish congregation west of the Mississippi. The charter members were mostly from Bavaria and their first synagogue was here on Sutter St.

Photo: Library Of Congress/Courtesy

Image 18 of 40

The impressive National Guard Armory in what is now Union Square. Behind it is the Temple Emanu-El.

The impressive National Guard Armory in what is now Union Square. Behind it is the Temple Emanu-El.

Photo: Library Of Congress/Courtesy

Image 19 of 40

A house being moved in San Francisco.

A house being moved in San Francisco.

Photo: Library Of Congress/Courtesy

Image 20 of 40

The view from the corner of California and Powell Streets.

The view from the corner of California and Powell Streets.

Photo: Library Of Congress/Courtesy

Image 21 of 40

Alcatraz Island, as seen from Bay Short and Fort Point.

Alcatraz Island, as seen from Bay Short and Fort Point.

Photo: Library Of Congress/Courtesy

Image 22 of 40

When City Hall burned down in 1851, the city's political headquarters were shockingly moved into this building, the Jenny Lind Theatre on Kearny St. The city council voted to purchase the theater for $200,000 despite public outcry. Today's City Hall was completed in 1915 after years of post-earthquake restoration. less

When City Hall burned down in 1851, the city's political headquarters were shockingly moved into this building, the Jenny Lind Theatre on Kearny St. The city council voted to purchase the theater for $200,000 ... more

Photo: Library Of Congress/Courtesy

Image 23 of 40

A crowd gathers to watch the launch of the USS Camanche in 1864. The monitor ship was prefabricated in New Jersey and sent around Cape Horn to San Francisco. It was reassembled and launched on Nov. 14, 1864 as the Civil War was winding down.

The Camanche was the only American ironclad in the Pacific for decades until it was purchased and repurposed to haul coal in 1899.

A crowd gathers to watch the launch of the USS Camanche in 1864. The monitor ship was prefabricated in New Jersey and sent around Cape Horn to San Francisco. It was reassembled and launched on Nov. 14, 1864 as ... more

Photo: Library Of Congress/Courtesy

Image 24 of 40

The old post office and custom house on Battery Street.

The old post office and custom house on Battery Street.

Photo: Library Of Congress/Courtesy

Image 25 of 40

A view of the Presidio from Russian Hill. The Presidio started its life as a Spanish fort in the 1770s, but was taken over by the U.S. Military in 1846.

A view of the Presidio from Russian Hill. The Presidio started its life as a Spanish fort in the 1770s, but was taken over by the U.S. Military in 1846.

Photo: Library Of Congress/Courtesy

Image 26 of 40

The Mendocino Lumber Yard at Pier 11.

The Mendocino Lumber Yard at Pier 11.

Photo: Library Of Congress/Courtesy

Image 27 of 40

A very undeveloped Telegraph Hill from the Vallejo Street Wharf. The hill was named for its semaphore which signaled to the city when ships came into the port. In 1850, a ship entered through the Golden Gate and signaled the news that California had officially become a state, news that was transmitted from Telegraph Hill to the rest of the city. less

A very undeveloped Telegraph Hill from the Vallejo Street Wharf. The hill was named for its semaphore which signaled to the city when ships came into the port. In 1850, a ship entered through the Golden Gate ... more

Photo: Library Of Congress/Courtesy

Image 28 of 40

The view down Howard St. between Second and Third Streets.

The view down Howard St. between Second and Third Streets.

Photo: Library Of Congress/Courtesy

Image 29 of 40

Then as now, people have enjoyed sitting by the Cliff House and looking at Seal Rocks. This is the second iteration of the Cliff House, built in 1863. Because it was so far away from the city, it was mostly accessed by horseback riders and hunters on day trips. less

Then as now, people have enjoyed sitting by the Cliff House and looking at Seal Rocks. This is the second iteration of the Cliff House, built in 1863. Because it was so far away from the city, it was mostly ... more

Photo: Library Of Congress/Courtesy

Image 30 of 40

A horse-drawn streetcar crosses South Park by Third Street.

A horse-drawn streetcar crosses South Park by Third Street.

Photo: Library Of Congress/Courtesy

Image 31 of 40

The temple of the Sherith Israel congregation. The congregation's first temple burned down in the Great Fire of 1851 and this later structure was home to many of San Francisco's large European Jewish population. Today, their synagogue is located on California St. less

The temple of the Sherith Israel congregation. The congregation's first temple burned down in the Great Fire of 1851 and this later structure was home to many of San Francisco's large European Jewish ... more

Photo: Library Of Congress/Courtesy

Image 32 of 40

A view of Francisco Street and the North Beach area.

A view of Francisco Street and the North Beach area.

Photo: Library Of Congress/Courtesy

Image 33 of 40

Grace Cathedral as it looked when it stood on California and Stockton Streets. The first Grace Church was built in 1849, but this is the third church, called "cathedral" for the first time. The cathedral burned down in the fires of the 1906 earthquake and the congregation moved to a new property in Nob Hill afterward. less

Grace Cathedral as it looked when it stood on California and Stockton Streets. The first Grace Church was built in 1849, but this is the third church, called "cathedral" for the first time. The cathedral burned ... more

Photo: Library Of Congress/Courtesy

Image 34 of 40

The Mission Street wharf which began operating in Oct. 1853.

The Mission Street wharf which began operating in Oct. 1853.

Photo: Library Of Congress/Courtesy

Image 35 of 40

A shot of Chinese markets along Sacramento Street. The first Chinese immigrants arrived in San Francisco in 1848.

A shot of Chinese markets along Sacramento Street. The first Chinese immigrants arrived in San Francisco in 1848.

Photo: Library Of Congress/Courtesy

Image 36 of 40

San Francisco from Russian Hill.

San Francisco from Russian Hill.

Photo: Library Of Congress/Courtesy

Image 37 of 40

The Occidental Hotel on Montgomery Street. When the Occidental opened in 1861, it was one of the city's first luxury hotels. Mark Twain, Robert Louis Stevenson and Ralph Waldo Emerson all stayed there. It was destroyed in the 1906 earthquake and fire. less

The Occidental Hotel on Montgomery Street. When the Occidental opened in 1861, it was one of the city's first luxury hotels. Mark Twain, Robert Louis Stevenson and Ralph Waldo Emerson all stayed there. It was ... more

Photo: Library Of Congress/Courtesy

Image 38 of 40

The third edition of Lawrence and Houseworth's 'Gems of California Scenery'. The two San Francisco opticians took over 900 California stereographs that ran in the various editions of the book.

The third edition of Lawrence and Houseworth's 'Gems of California Scenery'. The two San Francisco opticians took over 900 California stereographs that ran in the various editions of the book.

Photo: Library Of Congress/Courtesy

Image 39 of 40

The Thomas Houseworth & Co. opticians shop, place of employment of the two opticians who took these photographs.

The Thomas Houseworth & Co. opticians shop, place of employment of the two opticians who took these photographs.

Photo: Library Of Congress/Courtesy

Image 40 of 40

The story behind that amazing 1920s San Francisco shoe car you've been seeing on the Internet

1 / 40

Back to Gallery

San Francisco shoppers in the 1920s were stunned, one day, to see a strange car puttering down Market Street. The Chevrolet 940 was a burgundy two-seater, covered in glass to waterproof the vehicle — and it was shaped like an enormous men's shoe.

A photo of a car, which is currently making the rounds on the Internet, is an unforgettable sight — and the story of the family who commissioned it is equally fascinating.

The shoe delivery car belonged to Albert and Henry Peters, the brothers behind the Peters' Brothers Shoe Co., of Oakland and San Francisco. Albert and Henry were the eldest of five Peters brothers, all born in the Midwest to Swedish immigrant parents. The five brothers went West with father Tuger and settled in the same home in Oakland (at least during the 1930 census, when they appear to be living together). In 1913, Albert and Henry opened their first store.

The original Peters Brothers shoe store was 12 feet by 12 feet, the smallest retail store in Oakland. The famously tiny location was called the "Hole in the Wall" — but its size belied its potential. At the end of their first year in business, Albert and Henry, along with one clerk, had made $10,000 in sales.

Now Playing:

POV from a cable car traveling east on Market Street toward the San Francisco Ferry Building on April 1, 1906. (Footage by Getty Images)

Media: Prelinger Associates - Footage

By 1920, sales totaled half a million dollars among their four stores, two in San Francisco and two in Oakland. Their business was so successful that the brothers were featured in the trade publication "Boot and Shoe Recorder" (how's that for niche?) in 1921.

"Every now and then we hear of some outstanding success in the retail field," the feature begins. "... Such a success is the Peters' Brothers Shoe Co. of Oakland and San Francisco."

The story, accompanied by a photo of the shoe car, touts the brothers' marketing acumen.

"A descriptive of one of Peters' delivery trucks will give you an insight to their up-to-the-minute methods," it says.

Related Stories

The brothers originally bought the car as a simple delivery truck, but someone devised the idea of turning it into a moving billboard. They took their most popular men's shoe in a size 11 1/2 and used it to scale up to car size.

"Although it is well known in both Oakland and San Francisco, it continues to elicit remarks such as these every time it goes down the street, 'That sure is a good ad,' and 'never saw anything like it,'" "Boot and Shoe Recorder" wrote. "... However, it is more than advertisement for it is a highly practical delivery truck. It has a seat in the back which comfortably accommodates two persons and there is ample room left for packages."

If their name was amplified by the viral marketing scheme of its day, their success was sustained by their sound business practices. According to the "Boot and Shoe" profile, the brothers had strict rules about treating their customers.

"A colored man should receive the same attention as the richest man in the city," their employee guide instructed. "Give each customer your whole attention and just as consideration attention to the small purchaser as the large one."

The Peters brothers stayed in business in the Bay Area well into the second half of the 20th century. Their last ads in the San Francisco Chronicle ran in the 1980s.